I agree, sounds like they want to imitate Guardians of the Galaxy. I cringe when I see the ads.
I much prefer the ads you linked. They are what get me hyped for a game.
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Apparently these ads are not what works. Schlock and rock marketing is somehow more effective than artistic, powerful adverts. Whats worse? Bungie were the king of the slow, dramatic, epic and even touching adverts for games like Halo 3. Now... schlock n roll...
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Yeah, bring back spine tingles!